To brand or not to brand – how to know when you need promotional merchandise

Branded merchandise is a cost-effective marketing tool when used correctly. Surveys show 90% of recipients remember a brand after receiving a branded promotional product and 87% of people will keep well thought out promotional materials for more than a year.

However, not all projects need merchandise to work, and overuse can be a costly expense for businesses if products aren’t correctly aligned with a strong marketing strategy.

Before automatically reaching for the branded merch and bypassing other methods we break down some of the pros and cons to make sure you are getting the most out of your budget and using effective marketing tools for the job.

Think about your goal

Giveaways for the sake of giveaways will always miss the mark. It is important to look at how your branded merchandise will fit into the wider plan.

Why are you looking to give branded merchandise away? Is it to attract attention or get people to reach out later?

What do you want people to do with that information and how does it fit into the wider marketing plan?

Establish SMART (or specific, measurable, achievable, relevant and time-bound) goals and then break down what actionable methods you need to realise those goals.

It is all too easy to think I am going to an event I need branded products. If your aim is to generate more 121 meetings or newsletter sign-ups would a business card competition or personal follow up email from the event be more effective? Will people get overloaded with products and is a different approach going to stand out better?

It is important to think about what your long and short-term goals are before you decide what materials and products you need to meet these goals.

Branded merchandise isn’t your only option

Branded merchandise is a great way to enhance brand visibility, foster customer loyalty and generate effective leads. Used correctly it tells your brand story and helps to build strong connections which can put your business at the forefront of people’s minds.

However, it is important to remember it is not your only option. There are other ways to build trust and credibility in a brand, and it is important that whatever method you chose it fits in with your ongoing plans.

For short-term events and offers flyers can often be more effective than merchandise. They are a cost-effective high-volume strategy that can target footfall and draw attention to limited time offers and events.

QR code signups and digital business cards can also be used in high traffic areas to capture data and encourage people to sign up to ongoing blog content and newsletters. These offer instant sign ups allowing you to capture data which you can then target with personalised messaging at a later date.

Branded products on the other hand can be a more long-term goal building brand awareness to keep your products at the forefront of people’s minds.

A branded desk calendar or power bank might sit on a desk for many months as a gentle reminder providing a useful solution until people are looking for your services.

Call to action matters

What ever you chose it is important you think about how you want people to react to your activity. If you don’t direct people, you could find your hard work falls flat and you don’t get the suitable engagement or awareness that you are looking for.

Think about how you build calls to action into your activity. If you are using flyers to promote an event you need to have dates, times and booking information to pull people to book tickets. If you are using branded products could a QR code or digital enhancement help to encourage people to sign up to a monthly newsletter to get more information or view your sales catalogue for more examples of how you can help?

If your goal is to get more leads, then you need to build a way for people to easily reach out if they are interested. Contact details and website information is a must but could you also link to an offer for a free consultation or a webinar for more details?

Think strategically and plan activity to work together

Promotional materials should never just be a knee jerk reaction to the need for something. Take the time to look at how they will fit into your activity, and you will find that they are a highly effective and cost friendly way of engaging with your target market.

Will this be the first time a business would have heard of your brand? How are you going to follow up interest? Can website content, social media and newsletter wording support the overall message and help to add depth to your story? How will your branded merchandise be displayed? Will they be handed out in goody bags, posted as part of a new lead generation campaign or sit on a stand and need to entice people into finding out more about your brand?

74% of people say they are likely to buy from a brand after receiving thoughtful merchandise with 55% preferring practical items over keepsakes.

Questions to ask before purchasing promotional products:

1.      What is it looking to achieve?

2.      How does it fit in with my marketing goals?

3.      How will it make a difference?

4.      Why will my target market want it?

5.      How does it showcase my business ethos and brand?

Treated as a giveaway branded merchandise will be limited in its return on investment. It will be just that a giveaway with no substance and call to action. Take the time to get it right and it can be one of the strongest ways to build brand awareness.

If you are looking for more help with inspiration on how to make the most of your branded merchandise we would love to help. Contact the team for a free no obligation chat or why not read our ‘Why branded merchandise is becoming more than just a giveaway in 2026’ blog for tips on creating more effective promotional materials.